Why do your customer’s visit your website? Is it to read about how great your company is? Or, how you are a leader and innovator in the industry?
No, of course not. Your customers are coming to your website because they are looking for a solution that meets their needs. They have a problem, and they want you to solve it for them – everything else is just filler.
This is where the words you use on your website play a major role. If you want your customers to stick around and take action, your website’s content needs to directly address their needs, their wants, and most importantly, their specific problems. In short, your website needs to use customer-focused language
Keys to making your website’s content customer-centric:
- Speaking the customer’s language – A website laden with organizational jargon will only serve to confuse a good portion of your customer base. Write in the language your customers speak
- Centering the focus on your audience: One of the simplest ways to make your content customer centric is to get rid of words like “I,” “We,” and “Our” and replace them with words like “You” and “Your”
- Avoiding features and benefits: The majority of your customers are not interested in what you call the “features” and “benefits” of your product or service. Instead, they are looking for solutions to specific challenges. Your copy needs to target those challenges directly
An online marketing plan that uses customer-focused content helps distinguish your company from the competition, making it clear that your company offers the answers to their needs.
